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A Study of Brand Name translation in China

2021-04-01 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇关于A Study of Brand Name translation in China的代写范文,供大家参考学习。随着经济全球化进程的加快和中国加入WTO,越来越多的中国产品进入国际市场。因此,成功地将中国商标翻译成英语,从来没有像今天这样迫切和重要。中文商标翻译是一种跨文化交际。它涉及语言规律、文化心理、审美价值等因素。一个成功的商标翻译不仅要传递与商品或服务有关的信息,而且要传递其文化意义给目标文化中的受众。这尤其适用于在不同文化中具有不同心理营销/联想的文化品牌。根据功能对等原则,商标翻译应实现音、形、义的完美统一。本文以奈达的功能对等理论为框架,探讨了商标英译中经常遇到的问题,并提出了相应的解决方法。

 

1. Introduction

 

With the acceleration of economic globalization and China’s entry into WTO, more and more Chinese products are being launched into the international market. Consequently, translating Chinese brand names successfully into English has never been more imperative and vital than today. The translation of Chinese brand names is a kind of intercultural communication. It involves such factors as linguistic laws, cultural psychology, and aesthetic values. A successful translation of the brand name should not only transfer the information concerning the commodity or service, but also transfer its cultural significance to the audience in the target culture. This applies particularly to culture-loaded brand names that have different mental  marketing/associations in different cultures. According to the principle of functional equivalence, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. This paper, taking Nida's functional equivalence as its framework, attempts to study the problems that are often encountered in translating brand names into English and suggest ways to solve them

 

2. Brand names and the translation

 

Brand name, an essential component of advertising, is the part of a brand that can be vocalized. It is “a name given by a producer to a particular product, by which it may be recognized from among alike products made by other producers.”(Longman Contemporary English-Chinese Dictionary English, 1988)

 

Aiming to build, reinforce, and/or reposition consumers’ perception of a certain brand, brand names have the following four functions: distinguishing products, providing information, ensuring guarantee and stimulating consumption. In order to build up a good image in the market and arouse favorable associations as well as purchasing desire in the minds of the consumers, brand names should have the following major characteristics: short in length and sweetness, sonorous and distinct, elegant and apt, original and novel.

 

Translation is a more complex communication than that within a single language because it involves two languages. (Jin & Nida, 1984:31)

Given the uniqueness of brand names translation, the translator must be fully aware of the cultural awareness, aesthetic standards, and consumption modes of both SL and TL readers, and should keep in the mind the intention of the original so as to transfer its message (both linguistic and cultural) maximally, otherwise, “ a failure to reflect the spirit and dynamics of the source document is a ‘mortal sin’” (Nida, 1993)

 

The translator of brand names should strive for the following two effects: (a) the translated brand name should reflect the semantic features of the original one; (b) the translated brand name should have the same or similar function as the original one.

 

The translated brand name should be delightful to the eye, pleasant to the ear, easy to remember, as well as be a perfect unity of sound, form, and meaning. That is to arouse the same interest and psychological empathy of the target consumers, stimulate their aesthetic enjoyment and consuming desire. Toward the end, the translators must serve as receptor of the message intended by the source sign and be the source of the message in the target language. (Jin & Nida, 1984: 31-50)

 

3. Principles for translating Chinese brand names

 

Bibliography

 

[1]Amen, R.1982.Interlingual taboos in advertising: how not to name your products In linguistics and the professions: Proceedings of the Second Annual Delaware Symposium on Language Studies. Robert J .Di pietro(Ed).Norwood,NJ:Ablex.PP215-224

[2] Bullock, A. & Trombley, S. (eds.). The Norton Dictionary of Modern Thought [Z]. New York & London: Norton, 1999.

[3]Crystal, D.1997.Cambridge Encyclopedia of Language. Cambridge University Press.vii+480pp.

[4]Danesi, M. & Perron, P. Analyzing Cultures. Bloomington & Indianapolis: Indiana University Press, 1999.

[5]Jin, D & E.A. Nida. On Translation: with Special Reference to Chinese and English. Beijing: China Translation Publishing Corporation, 1984.

[6]Keller, K, K.1998.Strategic Brand Management. New York: Prentice-hall.xxvii+635pp.

[7]Lekus, M1969.Problems in coining international brand names. The trademark Reporter.59: 415-422

[8]Newmark, P.  A Textbook of Translation, London: Prentice-Hall, 1988.

[9]Newmark, P.  Approaches to Translation. Oxford: Pergamon, 1982.

[10] Nida E. A. Language, Culture, and Translating, Shanghai: Shanghai Foreign Language Education Press, 1993.


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